Blueoceanstrategy Texto Completo

TLFeBOOK

Blue Ocean Strategy

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Blue Ocean
Strategy
How to Create Uncontested Market Space and
Make the Competition Irrelevant

W. Chan Kim
Renée Mauborgne

H A R VA R D B U S I N E S S S C H O O L P R E S S
BOSTON, MASSACHUSETTS

Copyright 2005 Harvard Business School Publishing Corporation
All rights reserved
Printed in the United States ofAmerica
09 08 07 06 05

54321

No part of this publication may be reproduced, stored in or introduced into a
retrieval system, or transmitted, in any form, or by any means (electronic, mechanical,
photocopying, recording, or otherwise), without the prior permission of the publisher.
Requests for permission should be directed to permissions@hbsp.harvard.edu, or
mailed to Permissions, HarvardBusiness School Publishing, 60 Harvard Way, Boston,
Massachusetts 02163.
Library of Congress Cataloging-in-Publication Data
Kim, W. Chan.
Blue ocean strategy: how to create uncontested market space and make the
competition irrelevant / W. Chan Kim, Renée Mauborgne.
p. cm.
Includes bibliographical references and index.
ISBN 1-59139-619-0 (hardcover: alk. paper)
1. New products. 2. Marketsegmentation. I. Mauborgne, Renée. II. Title.
HF5415.153.K53 2005
658.8 02—dc22
2004020857
The paper used in this publication meets the requirements of the American National
Standard for Permanence of Paper for Publications and Documents in Libraries and
Archives Z39.48–1992

To friendship and to our families,
who make our worlds
more meaningful

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ContentsPreface

ix

Acknowledgments

xiii

Part One: Blue Ocean Strategy
1

Creating Blue Oceans

2

Analytical Tools and Frameworks

3
23

Part Two: Formulating Blue Ocean Strategy
3

Reconstruct Market Boundaries

47

4

Focus on the Big Picture, Not the Numbers

81

5

Reach Beyond Existing Demand

101

6

Get the Strategic Sequence Right

117

Contentsviii

Part Three: Executing Blue Ocean Strategy
7

Overcome Key Organizational Hurdles

147

8

Build Execution into Strategy

171

9

Conclusion: The Sustainability and Renewal
of Blue Ocean Strategy

185

Appendix A

191

Appendix B

209

Appendix C

213

Notes

217

Bibliography

223

Index

231

About the Authors

239

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)Preface

T

about friendship, about loyalty, about
believing in one another. It was because of that friendship, and that belief, that we set out on the journey to explore the
ideas in this book and eventually came to write it.
We met twenty years ago in a classroom—one the professor, the
other the student. And we have worked together ever since, often
seeing ourselves along the journey astwo wet rats in a drain. This
book is not the victory of an idea but of a friendship that we have
found more meaningful than any idea in the world of business. It has
made our lives rich and our worlds more beautiful. We were not alone.
No journey is easy; no friendship is filled only with laughter. But
we were excited every day of that journey because we were on a mission to learn and improve.We believe passionately in the ideas in
this book. These ideas are not for those whose ambition in life is to
get by or merely to survive. That was never an interest of ours. If
you can be satisfied with that, do not read on. But if you want to
make a difference, to create a company that builds a future where
customers, employees, shareholders, and society win, read on. We
are not saying itis easy, but it is worthwhile.
HIS IS A BOOK

x

Preface

Our research confirms that there are no permanently excellent
companies, just as there are no permanently excellent industries.
As we have found on our own tumbling road, we all, like corporations, do smart things and less-than-smart things. To improve the
quality of our success we need to study what we did that made a
positive...